Bridging culture : promoting Vietnamese coffee in Finland through cultural understanding and business practices

Abstract

The thesis explored the potential for introducing Vietnamese coffee into the Finnish market, addressing key challenges related to cultural integration, consumer preferences, and market dynamics. The primary objective was to identify strategies that align Vietnamese coffee’s cultural richness and unique characteristics with Finnish values of sustainability, quality, and authenticity. The study aimed to facilitate Vietnamese coffee’s market entry while fostering cross-cultural understanding and mutual economic growth.

A qualitative research approach was adopted, utilising thematic interviews with the five Finnish participants from different professional backgrounds. These interviews examined consumer attitudes toward Vietnamese coffee, focusing on preferences, brewing habits, sustainability, and trust in foreign brands. Insights from these interviews, combined with cultural and market analysis, formed the basis for identifying challenges and proposing solutions.

The findings reveal that Finnish consumers are intrigued by cultural storytelling and value ethical practices, but they prioritise convenience, lighter roast flavours, and transparent branding. Challenges such as regulatory compliance, unfamiliar flavour profiles, and building trust were identified. Proposed solutions include product adaptation through lighter roasts and ready-to-drink formats, obtaining ethical certifications, and collaborating with Finnish cafes and cultural organizations.

The thesis concludes that Vietnamese coffee can succeed in Finland by balancing cultural authenticity with local adaptation. Leveraging its unique heritage, sustainability initiatives, and strategic partnerships, Vietnamese coffee has the potential to enrich Finland’s coffee culture and strengthen cross-cultural ties between the two nations.